Insights
Stephanie Fox
Not every meaningful customer interaction needs to be a sales or support conversation. Bringing customers and prospects together around shared challenges can create opportunities for engagement, feedback, and stronger relationships. That’s an approach Stephanie Fox,
Building an agent is easy. Building an agent that improves your work is hard. A first version comes together fast, and it looks impressive. The hard part comes after: making sure it’s right, making it
Brent Keltner
In the age of AI, conversational excellence is a key skill differentiator in almost any role. Conversational excellence is a skill that just cannot be automated by AI. To visualize conversation excellence, let’s think about
Rebecca Schuette
AI is changing the economics of go-to-market. Tasks that once consumed hours of a marketer’s or salesperson’s day—researching accounts, analyzing buying signals, developing content, personalizing outreach, and preparing for customer meetings—can now be accomplished in
Chris Galloway
Most companies don’t have a shortage of account data. They have a shortage of usable account intelligence. Information lives in the CRM, sales notes, call transcripts, marketing automation platforms, websites, annual reports, press releases, intent
Ashley Schwalje
Every marketer wants to establish their company as a thought leader. But sometimes the most credible thought leader isn’t someone who works for your company. It’s your customer. I recently spoke with Ashley Schwalje, VP
B2B personalization needs to go beyond an industry or company value prop to speak individually to each member of the buying committee A purchase is almost never approved by one person; it gets approved by
Brent Keltner
The strongest target account strategies are verticalized for specific ICP segments. More companies are shifting demand generation away from maximizing reach and toward prioritizing probability through target account strategies. That is an important shift, but
Rebecca Schuette
B2B companies spend a lot of time figuring out which prospects deserve to be target accounts. We define the ICP. Segment accounts. Map the buying committee. Track intent. Personalize messaging. Coordinate Sales and Marketing outreach.